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Percept launches 'Champions of the World' campaign

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MUMBAI: With the ICC World Cup just 15 days away, Percept Limited, along with Idea Cellular, kicked off its ?Champions of the World? campaign on 2 February.

Percept has roped in six former captains of World Cup winning cricket teams - Kapil Dev, Imran Khan, Arjuna Ranatunga, Clive Lloyd, Steve Waugh and Allan Border - for the campaign.

As part of its programme, a 360-degree campaign will be undertaken during the entire duration of the competition to echo the message ?Keep Cricket Clean? across the cricketing world.

Said Idea Cellular managing director Sanjeev Aga, "Cricket is a microcosm of our society, and the challenges to clean cricket are not divorced from the challenges to a clean society. But true leadership responds to a challenge. Idea is privileged to partner six cricketing world leaders to take up the challenge to ?Keep Cricket Clean?."

The company also intends to rope in personalities from the entertainment world and is even close to sealing deals with some names in the Hollywood.

Clarified Percept Limited joint managing director Shailendra Singh, "The idea behind the ?Champions of the World? events is to bring together the most celebrated names in genre-specific bunches to India under one roof. We kick-started with cricket?s six captains and we would be putting them together in an event that would go beyond what the IPL has to offer."

Percept has in the past brought together several veteran cricketers for the ?Good Luck? campaign for World Cups in 1999 and 2003 with brands like Hero Honda and LG.

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